The Arizona Coyotes hockey franchise was known as the Phoenix Coyotes up until 2013, when a new ownership group finally intervened to bring the formerly bankrupt team out of NHL control. Unfortunately, the recent owners missed an opportunity to refresh a brand identity associated with some tough financial and on-ice years. Although slightly updated uniforms were introduced 2015, the approach was to simply introduce black striping in to the primarily red scheme instead of a broader redesign. This project seeks to start over from square one and give the Coyotes the Southwestern flavor that they need.